A new inflection point in human-computer interaction is upon us. Along with other technologies, Microsoft Surface marks a departure from graphical user interface or GUI into the world of Natural User Interface or NUI. This talk begins with discussion of emotional design and its importance in the future of society. The lens shifts to how one design team is thinking about designing for a new era in which emotional intent and intuitive interaction are the imperative. Using theoretical models drawn from a mix of history, science, philosophy, and even video game design, this presentation reveals principles behind experience design for Microsoft Surface and beyond.